Abstract

The article investigates the future of media in a digital environment increasingly dominated by AI-generated content. Drawing on a media-theoretical framing, it begins with a comparative political maxim to argue that societies now face a decisive choice in the “global village” of digital communication. The study then examines the central problem of identifying “Created by Human” work amid a flood of informational detritus and discusses why AI cannot be treated as inherently trustworthy without critical judgement and proper governance. It examines how platform interventions since 2024 have shaped incentives, the prospects for audience demand for “human-made” media, and the likelihood that routine labelling will become standard. The paper concludes by assessing the complementary roles of journalists and AI, including ethical responsibility.